Hong Kong – Octopus has teamed up with DDB Group Hong Kong to roll out “Octopus Go”, a new brand platform ushering in a broader era of accessibility—backed by a citywide campaign shaped by real-time movement data to inform its music, media, and messaging.
Drawing on its extensive transaction data, Octopus has developed a view into daily consumer behaviour in Hong Kong, with patterns that reflect the city’s movement and energy over time. These insights, layered with historical data, provide a continuous read on public sentiment and activity.
This data-informed intelligence served as the foundation for the creative direction of the “Octopus Go” campaign. The new platform coincides with the expanded availability of Mobile Octopus on Android devices, extending its reach to virtually all smartphones in the city.
Central to the campaign is “OOTD” (“Octopus of the Day” / “Outfit of the Day”), a Gen Z-targeted pop anthem composed using Octopus transaction data—its rhythm and structure mirroring the city’s pace. The track, created by Oscar Lee and Jacky Yu and performed by Ian Chan and Marf Yau, was introduced through a dance challenge and is now available on major streaming platforms.
The campaign is supported by AI-generated content for television and outdoor channels, alongside social media efforts and a range of promotional initiatives including rebates, lucky draws, and automatic top-ups for new users. It will run throughout the month.
Jaslin Goh, director of marketing, communications and data at Octopus, said, “Octopus Go is a platform that lets us stand for the social energy and mobility of Hong Kong people. With enhanced fintech features and broader reach, our goal remains making life easier for everyone in Hong Kong.”
Andreas Krasser, CEO at DDB Group Hong Kong, added, “Octopus has unique consumer intelligence at scale. Helping turn that data into a strategic and creative platform was a big opportunity for both Octopus and us as their agency.”
